Working as a marketer in an SME can be incredibly exciting but also comes with challenges, particularly when you need to develop a marketing strategy aligned to the business’ goals. The following outlines 3 basic steps that you can take to pull a basic strategy and plan into place. Step One: agree the goals First, …
Return on Investment (ROI) measures the efficiency of an investment It is the ratio of the investment’s net profit to the investment cost. In marketing, ROI is a measure of the profitability of a campaign. To calculate marketing ROI, you need to know the cost of the campaign and the revenue generated by it. The …
Every business these days claims to be customer-centric but when was the last time you actually spoke to your customers? What is their situation? What has changed for them? How much of this will be lasting change? What are their new and evolving needs and frustrations? To maximise the value of these conversations, a good …
What is the single thing that makes your brand special and different? If you don’t know, or your brand equity no longer represents it, then it’s probably time for a rebrand. However, before you start it’s vital to carry out a comprehensive review of your brand’s equity to examine what the brand means to customers …
4 Areas for B2B Marketers to consider in 2023 As we head into 2023 here are my thoughts on 4 areas that I think B2B marketers may need to consider in what may be an interesting year ahead.
Creating a Great Marketing Plan The following are the key points that you need to address to create a great marketing plan. Whether you’re in a B2C or B2B business, if you address each of these points then you’ll have a great foundation. For each of the points I’ve added a little more detail about …
Why a great brand story is important Right at the top of the sales funnel, at the start of the customer journey, we as marketers want to attract as many potential customers as possible. This is where brand impact has a significant part to play – you need a great story with an emotional hook. …
I’ve spent more than 12 years managing and overseeing e-commerce business streams. Before you focus upon social media, you must ensure that your ecommerce site’s technical performance and UX is excellent – supported by a CRM system with an email broadcast process in place. Over these last 12 years social media has become increasingly important …
It’s not the physical nature of your product that is important for positioning but how your product is perceived (effectively what your buyers can relate to). The following are 3 common strategies that you can use to develop a position in the mind of your buyer. PRICE / QUALITY – a simple and effective strategy …
However, to focus upon ROI is a dangerous strategy. ROI as a single measure of how well marketing spend is invested keeps brands small or stagnant. And it is one metric not to default to as marketing budgets come under pressure. True customer-centric brands are unlikely to be in this position, as their view is …
Marketing: The Danger of Focusing Upon ROI alone Read More »